SBD/December 13, 2011/Marketing and Sponsorship

NBA Marketing Notes: Under Armour Signs Rights Deal With NBA

With the recalibrated NBA season less than two weeks from tipping off, Under Armour is expected to take the lid off a league rights deal later this week. What a source labeled "a short-term deal" will give Under Armour the rights to use its NBA endorsers -- Bucks G Brandon Jennings, T'Wolves F Derrick Williams, Bobcats G Kemba Walker and Grizzlies G Greivis Vasquez -- in ads and in promotional materials wearing NBA uniforms. UA will support with grass-roots initiatives, including playground/basketball court building and rehabs. UA is also buying media on and NBA TV. Nike and adidas also have NBA advertising rights as parts of their considerably larger deals. The deal means UA now has footwear rights with the NBA, NFL and MLB (Terry Lefton, SportsBusiness Journal).

FEELING GOLDEN: The Warriors have announced their first season presenting sponsorship deal with Kaiser Permanente. The deal covers the upcoming ‘11-12 season. Financial terms were not disclosed. Kaiser Permanente has been a Warriors sponsor before upgrading its deal in becoming the team’s presenting season partner for this year. Warriors President & COO Rick Welts in a statement said, “As Oakland’s single largest company, Kaiser Permanente is just the type of organization that we are looking to align ourselves with to help us usher in a new era of Warriors’ basketball” (John Lombardo, SportsBusiness Journal).

CHEERS TO THIS: Familia Camarena Tequila yesterday announced that the company has extended its sponsorship with the Suns for the second consecutive year. After the brand's inaugural year with the Suns, Familia Camarena Tequila will maintain English and Spanish in-game radio broadcasts during the ‘11-12 regular season, as well as home game brand exposure (Familia Camarena Tequila).

FLYING HIGH: Delta Air Lines and the Jazz announced that they have renewed their multiyear partnership. Delta will remain the team's official airline and will continue to serve as the official charter carrier for the Jazz. As a part of Delta’s agreement with the Jazz, the west entrance of EnergySolutions Arena will be adorned with Delta-branded graphic elements. Other components of the agreement include in-game promotions and player appearances. Delta first became a Jazz sponsor in ‘85 and was the original naming rights holder for Utah’s 19,911-seat arena. The airline has been the team’s charter carrier since the ‘09-10 NBA season (Delta/Jazz).
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